There are numerous digital channels which you can wield for Customer Acquisition and they will all effect your business KPIs. You need to ensure they’re aligned with your ‘offline’ channels too, ensuring when your prospect visits your site they know they’re in the right place. Some digital channels you will leverage more then others and often the key to success is identifying the channels which will work best for your business. However, in this day and age you can’t just choose one. Potential customers will come from more then one direction and will more then likely check you out through a number of channels open to them before they commit to a purchase. It’s not enough to do just Google Adwords, if you don’t have a Social presence you automatically become less trusted.
Here’s some of the digital channels you should be considering when looking to acquire new customers:
SEO (Search Engine Optimisation) – the art of appearing within and influencing search engines (i.e. Google & Bing) results for given terms
Pay Per Click (PPC) – The best example of PPC is Google Adwords or Pricerunner where you’re paying to advertise on Search Engines to drive you traffic
Social – Enabling you and your brand to ‘engage’ with potential customers, fans and brand enthusiasts. It also offers transparency and re-enforces your credibility
Affiliate – A third party website which drives you traffic, if they convert to a sale then you award them a commission